Edouard Heuer founded his workshop in 1860. His aim was to take time measurement more precise. The company has always been known for as the "avant-garde of watchmaking", in terms of technology, the choice of materials or design. Heuer’s watches have been patented for a chronograph mechanism first in 1882 onto the 1998 launch of the Kirium Ti5 in grade 5 titanium and carbon fiber; from the first chronograph measuring 100ths of a second (1916) to the first analog display quartz chronograph (1983), not forgetting the first automatic chronograph with a microrotor (1969).

Heuer’s continusing presence within the watchmaking world secured his place in history. This mastery is reflected in the impressive number of patents making TAG Heuer one of the key references in Swiss Made watch-making know-how. For 144 years, the company has confirmed its initial vocation: producing watches that constantly push back the frontiers of precision, reliability and aesthetics. That is why the TAG Heuer philosophy is symbolized by the slogan "Swiss Avant-Garde since 1860".

TAG Heuer`s involvement in sports dates back to 1860, when company founder Edouard Heuer decided to direct his watchmaking efforts towards sports watches in general, and chronographs in particular. Building on its products` reputation for precision, endurance and technical innovation, the Heuer brand became closely identified with the world of competitive sports, notably Formula 1 racing, sailing and skiing.

These various partnerships have allowed TAG Heuer to develop a unique watchmaking know how in prestigious sports watches and chronographs, with world famous timepieces like the Carrera, Monaco, 2000 series and more recently the Kirium F1.